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Wave 7 - Cracking the Social Code

The document discusses social media trends revealed by the Wave studies conducted by UM over 7 years. It finds that inherent human needs drive social behavior, including relationship building, diversion, progression, recognition, and learning. Meeting these needs through social media can benefit brands by building desirability and driving sales. However, simply tracking trends is not enough; brands must understand the motivations behind trends to know when and how consumers are engaging with them. The rapid growth of smartphones is transforming the digital landscape by becoming the dominant internet-connected device.

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CRACKING THE SOCIAL CODE The Story of Why A B C D E F G H I JKLM N O P Q R STUV W X Y Z ! ?%@# 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 G F E D C B A # @ % ? ! Z YXWV U T S R Q PONM L K J I H
2 3 Executive summary Contents Even the most superficial social interaction online is driven by a consumer need. Wave’s seven years of analysing social behaviour online has revealed the 5 key needs underpinning them all: Relationship, Diversion, Progression. Recognition and Learning. Wave has also shown us that meeting these needs can play a key part in building  brands and driving sales. For example Diversion is the need state that drives Desirability for brands. 40% of people who want entertaining experiences from brands say that these experiences make the brand more desirable. Whereas to drive sales a combination of Recognition and Learning is powerful. Educating people about your product whilst at the same time listening to their needs makes consumers far more likely to buy. Executive summary Welcome to Wave We have many trends The search for Why The Value Exchange The Value Exchange and the five needs The time for trends Summary Contacts 2 4 6 20 26 32 44 59 62 Consumers are entering into a ‘value exchange’ with brands that meet these needs, they are happy to disclose personal data if it means they receive a better online experience. Whilst these 5 basic needs don’t change, the ability of technology to meet them is in constant flux – and brands need to understand exactly what consumers what from different devices. The growth of the smartphone in particular is transforming both the device and social platform landscape. So it’s no longer enough to simply track the latest trends because much of what we see is background noise or worse, a complete distraction. What we really need to do is understand the motivations behind these trends and only then look at when and how consumers are doing them.
4 5 Welcome to Wave 7 Powered by Curiosity Works In 2006 we started Wave because we wanted to know if social media lived up to the hype. It certainly did and in that time we have tracked many trends because, once, keeping up with something moving this fast was all important. But the growth and proliferation of internet-connected devices means that the main trend we see in 2013 can comfortably be summarised by one word. More. More things done, by More people, More often and in More places. So while we would be the first to admit that keeping up with this dizzying pace of growth has been breath-taking, we have also begun to realise that “More” can be a distraction. Especially for an industry so often dazzled by the new new. As Bob Hoffman summarised so succinctly on his Ad Contrarian blog “there is no-one more gullible than the marketeer who thinks they are missing out on a trend”, probably • At UM we have a philosophy which we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth • The Wave project is Curiosity Works come to life. Each Wave study is run in collaboration with over 65 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM’s culture of collective Curiosity • Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison across Waves • The project is lead by the UM G14/EMEA Research team • We have surveyed 48,945 16-54 Active Internet Users in 65 countries • Representing the views of over a billion people • All surveys are self-completed and the data collected is purely quantitative. Why the Active Internet User? • Active Internet Users are those that use the internet every day or every other day • Social media is driven by Active Internet Users • They drive adoption of platforms and tools and they will determine which tools and platforms become dominant. around the same time, somebody else said “Lets own Myspace”. So with Wave we learnt not to just follow trends but to understand what motivates the people driving those trends. And what we found was that social behaviour is driven by the same deep seated consumer needs that people have in the offline world. So we realised that we had an unprecedented opportunity to understand what people really want from brands by examining them in the social space. So with Wave 7 – Cracking The Social Code we have fully explored these needs as their understanding gives us fundamental insights into the way we should build long term relationships with consumers. Glen Parker Head Of Research G14 UM
we have many trends
8 9 Wave 1 (2006): demonstrated that social media was living up to the hype, there was a large and active community communicating online. Wave 2 (2007): showed how social media moved from being a text-based medium of bloggers and posters to a fully audio visual one full of content creators and sharers. Wave 3 (2008): charted the democratisation of influence, how social mediawasdrivinggreater means and opportunity for consumers to influence their peers. Wave 4 (2009): examined the reasons behind the huge growth in social media by understanding the motivations to use different social media platforms. Showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently. Wave 5 (2010): told us that there was huge demand for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create the right experience benefitted enormously, driving brand loyalty, endorsement and sales. Wave 6 (2011): has shown us that meeting different consumer needs delivers different outcomes for brands. For example some will create loyalty which others are better at driving sales. Therefore, actually knowing where consumer and brand objective meet is the key to the long- term success of social strategy. Wave 7 (2013): has told us that the insights we get from an understanding of social behaviour aren’t just relevant in the social space but are, in fact, inherent human truths that underpin consumers’ relationships with products and brands. Therefore, we need to understand how to leverage these insights using all brand assets, both above and below the line and in the digital space, to create a coherent and compelling whole. The Story of Why In 2006, UM embarked on the Wave project to measure the scale and impact of social media across the globe. Over the course of this project Wave has taught us that this is not just a story of unprecedented growth but also one of social evolution. Therefore, with each Wave we strive to widen and deepen our understanding of social media and bring the insight that will help brands navigate successfully. This is the Wave Story. To date, we have surveyed nearly 185,000 Active Internet Users across 72 countries. Over the course of this project, Wave has taught us that growth in social media is unprecedented. However, the real story has not just been one of growth but also of evolution. In a few short years social media has made content creators, sharers and influencers of us all.
10 11 72 countries 49,600 respondents 38 countries 23,200 respondents 54 countries 37,600 respondents 62 countries 42,000 respondents 21 countries 10,500 respondents 29 countries 17,000 respondents 15 countries 7,500 respondents 2007 pre-2003 2003 2004 2008 2009 2010 2011 2012 2013 2005 2006 launches 9 January 2007 Apple launch the first iPhone April 2008 Facebook overtakes MySpace in popularity 11 March 2009 Foursquare launches 19 June 2009 Farmville launches July 2009 There are now more than 3.6bn images on Flickr August 2009 Xiaonei becomes RenRen 20 September 2008 The launch of the first Android phone 7 October 2008 Spotify launches 26 August 2008 Facebook has over 100M usersMarch 2007 Tumblr launches February 2010 Facebook Mobile has over 100M users 22 March 2011 LinkedIn reaches 100M members April 2012 Facebook buys Instagram May 2012 Facebook floats on NASDAQ June 2012 500M+ users on Twitter June 2012 NSA scandal August 2012 Vine has over 40M users 4 April 2011 Valued at over £3Bn 30 June 2011 Twitter: 200M+ tweets per day September 2011 QQIM has 700M+ active users September 2011 Snapchat launches December 2011 Facebook has over 845M active users 28 June 2011 Google Plus launches 3 April 2010 The first iPad released 30 July 2010 100M check-ins August 2010 Groupon: ‘fastest growing company of all time’ 15 October 2010 “The Social Network” film released 21 December 2010 2.5 months after launch, Instagram has 100M users October 2012 Facebook has over 1Bn users The Wave Story
12 13 The Wave universe now fully represents the world Wave 7 Algeria Argentina Australia Austria Bahrain Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Cote d’Ivoire Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Kenya Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Nigeria Norway Oman Paraguay Peru Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey Ukraine United Arab Emirates United Kingdom United States Vietnam Wave 6 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom United States Vietnam Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom United States Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa South Korea Spain Sweden Turkey United Kingdom United States Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Mexico Netherlands Pakistan Philippines Poland Romania Russia South Korea Spain Switzerland Taiwan Turkey United Kingdom United States Wave 2 Australia Brazil China France Germany Greece India Italy Japan Malaysia Mexico Pakistan Philippines Russia Singapore South Korea Spain Taiwan Thailand United Kingdom United States Wave 1 Australia China France Germany Italy India Japan Mexico Philippines Russia South Korea Spain United Kingdom United States 1 billion The attitudes and behaviours of more than active internet users
14 15 Inherent desire for human interaction means social media is an activity for almost everyone Even though we aren’t experiencingtheheadygrowth of 2006-2008, social media’s inexorable rise has made it the norm in 2013 (Figure 1). The need for connection and self- expression coupled with the ever increasing ability to do so means that social media is no longer an activity solely for the young or early adopter. Figure 1: “Thinking about using the internet, which of the following activities have you ever done?” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Create a video to upload online Upload a video clip to a video sharing website Watch video clips online Create a profile on a social network Visit a friend’s social network page Manage a profile on a social network Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 Base: Global The world is going smart and mobile Its no surprise that the dominant trend in 2013 is the continued rise of the smartphone. Penetration rose by two thirds to reach over 70% (Figure 2) vs Wave 6. The has changed the landscape of device ownership. Mobile phone penetration has dropped to just over 50% and the portable games console, now hugely threatened by smartphone gaming, has stagnated despite the efforts of Sony and Nintendo. It will be interesting to see if the arrival of Android and IOS game controllers, similar to those used in the console gaming category, will have a similar impact on the wider gaming category when they launch. We are also seeing the impact of tablet, mini tablet and other touch screen devices like Microsofts’ surface as they enter the market. Figure 2: “Which of the following devices do you own?” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 Desktop Laptop/Notebook Convertible touchscreen Full sized tablet eg. iPad Mini tablet eg. Nexus 7, iPad Mini Smartphone Mobile phone Games console Portable games console Portable mp3/video player Smart / Internet connected TV 0% 100%50% Wave 6 7Base: Global
16 17 1 2 3 4 5 6 7 Wave 6 7 Desktop Laptop Tablet Smartphone 5.2 5.6 3.7 3.5 4.3 5.2 6.1 5.3 Not just more smartphones but more uses too Figure 3: “You have carried out the following activities in the last 6 months: please select which devices you have used to do these activities.” Base: Global - all who own each device Its not just the sheer number of smart devices in use that is rising but also the number of ways those devices are being used. If we look the number of things the smartphone is being used for in the social space we can see that it now rivals the desktop and is closing in on the laptop (Figure 3). In fact there has been a 34% rise in the number of people using their smartphone to manage their social network profile and this is having a profound effect on how people manage that profile. Using a like button, sharing photos and videos and sharing your location see the biggest rises. All activities more natural to the smartphone. Disappointingly the activity which rose the least was joining an interest group or cause. Simple social and contextual experiences are booming As smart technology increase the frequency of social interactions online, they naturally start to find ways to make these experiences simpler and quicker. As a result this form of social media is growing quicker than any other. Apps like Snapchat have made sharing photos quick and simple by streamlining the experience. Allowing the user to send photos (with additional edits and notes) to any other user or group within their network. With the added bonus that those photo then disappear. In the early days of Wave we saw huge growth of the personal blog. Now simplified social sites like Twitter allow users to maintain a dialogue and profile with their followers without the need to create time consuming content (Figure 4). Similalrly, sharing your location via a social network has jumped to over 80% since Wave 6. Clearly, “frictionless” social media applications and spontaneity are now two crucial drivers of growth in social media. People want to respond quickly, easily and in context of what’s happening around them right now. Figure 4: “Thinking about using the internet, which of the following activities have you ever done?” Base: Global Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 Upload my photos to a photo sharing site Use a microblogging service Shared my location via a location based social network 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
18 19 Microblogging continues its meteoric rise Figure 5: “Thinking about using the internet, which of the following activities have you done in the past 6 months?” Use a Microblogging service (e.g. Twitter) Global 14.9% 33.2% 42.9% 51.9% Brazil 13.4% 43.9% 47.6% 47.7% China 26.3% 53.1% 71.5% 86.2% France 4.1% 8.8% 12.2% 22.4% Germany 6.2% 7.7% 15.9% 20.3% India 24.4% 45.5% 42.9% 44.6% Italy 9.4% 11.1% 17.7% 34.1% Japan 14.9% 19.5% 31.8% 35.8% Mexico 15.8% 33.4% 40.1% 46.5% Spain 11.5% 19.1% 24.8% 39.9% Russia 14.2% 19.9% 25.8% 25.1% United Kingdom 6.4% 19.3% 26.8% 38.3% United States 8.5% 18.8% 22.1% 32.9% Wave 4 5 6 7Base: Global, excluding Finland People are seeking to filter and refine social experiences Figure 6: “Thinking about using the internet, which of the following activities have you ever done?” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 Visit a professional social networking site Wave 5 6 7 45.0% 45.9% 59.6% 70% 60% 50% 40% 30% 20% 10% 0% Base: Global # # As the frequency social media activity grows peoples’ need to filter and refine these experiences also grows. The social platform that rose the quickest in our study in the last year has been the professional social network. Our Wave study has shown us that it has become a key place to make contacts for work naturally. What’s maybe more revealing is that its also evolving as a place to influence opinion and earn respect (a 23% increase in Wave 7 - see Figure 6).
the search for why
22 23 contextual niche simple mobile But all this can actually be a distraction
24 25 there is no bigger sucker than a gullible marketer who thinks they are missing out on a trend bob hoffman Adcontrarian.blogspot.com
instead think about value exchange
28 29 Online privacy is a majority concern of the world over Figure 7: “Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online.” Key 70%+ 60-69+ 50-59% 40-49% 30-39% 20-29% 10-19% <10% Base: Global But there hasn’t been a seismic shift in consumer trust Internet privacy has been a topic bubbling under the surface for sometime but in the last few years it has become a front page issue. The former CIA technical worker Ed Snowden’s allegations of widespread governmental gathering of personal information has made internet privacy hit the general consciousness like never before. Privacy is a topic that is undoubtedly rising but we haven’t seen the move in consumer opinion that we might have anticipated. Figure 8: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree.” 0.50 0.54 0.58 0.62 0.66 0.70 Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 70% 66% 62% 58% 54% 50% I am concerned about the amount of personal data that goes online Base: Global
30 31 47.7% 45.4% 54.8% Wave 5 Wave 6 Wave 7 Follow Like Join 66.6% 37.3% 29.3% 28.7% 14.9% 43.6% I am concerned about the amount of personal data online I don't mind companies tracking my online behaviour if it improves my experience Somewhat agree Completely agree In fact there has been a huge uplift in joining brand communities Figure 9: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum.” Base: Global But it’s sustained by a delicate value exchange Figure 10: “Below is a list of statements. Please answer reflecting your opinion.” Base: Global As people use more social platforms via more devices, more often it has inevitably become central to their lives. As a result they are happy to share data with companies that make their online experiences better. However, our Wave research shows us that this is a delicate balance. Not only are more people concerned than accepting, when we look at those people with a strong conviction (i.e. definitely agree) the strength of those beliefs are strongly biased towards concern. Thismeansweneedtounderstand what value means to people if we are to find the right balance.
A B C D E F G H I JKLM N O P Q R STUV W X Y Z ! ?%@# 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 G F E D C B A # @ % ? ! Z YXWV U T S R Q PONM L K J I H asking why is the key to cracking the code
34 35 Even the most superficial social media activity is driven by a human need SELF- ACTUALISATION Pursue Inner Talent Creativity Fulfillment SELF-ESTEEM Achievement Mastery Recognition Respect BELONGING - LOVE Friends Family Spouse Lover SAFETY Security Stability Freedom from Fear PHYSIOLOGICAL Food Water Shelter Warmth
36 37 Seek opinion Keep up to date Explore Belong Share knowledge Stay in touch Hang out Escape Be creative Build a career Make money Earn respect Change opinions Express yourself Self-promotion Have fun Learn RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING Wave 6 7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Feel part of a like-minded community Share my appreciation with others It was recommended to me Support a cause I like Get free content Fill time/have fun Develop my skillsAssociate with something I think is cool Get a personal response to an issue/complaint Contact companies influence development Get advance news about products Learn more about it Figure 11: “Please tell us why you joined a brand community.” Base: Global And after 7 years of research in over 65 countries we have come to realise that real question to ask is not what people do but why they do it. And by continually asking this why we have come to realise that beneath all the trends lies a single and important truth. That 5 real, human and fundamental needs underpin all social behaviour. Learning, relationships, diversion, progression and recognition. The reason why these 5 needs are important is because people really value those brands that help meet them. When we look at the reasons why people join brand communities online (Figure 11) we can see that learning, relationships and recognition are growing as reasons to connect with brands online. In fact peoples expectations of brands has grown across the board since Wave 6.
38 39 The value exchange is defined by the 5 needs Not only do consumers want to connect with brands that meet their needs our Wave research shows us that meeting their needs can play a key part in meeting brand objectives, such as building  brands and driving sales. Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand morze desirable. Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do. Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result.   Relationship is a key need state for driving recommendation. If a brand enables someone to help others they are also more likely to recommend it to others. Whereas to drive sales a combination of Recognition and Learning is key. Educating people about your product whilst at the same time listening to their own needs makes consumers far more likely to buy your product.  
40 41 So if we want consumers to connect with our brands we need to consider these consumer needs and what they deliver. However, the challenge is actually to find the place where consumer need and brand objective meet. In other words find the consumer need which, when fulfilled by the brand, will also meet the brand objective. This place between objective and need we call the Value Exchange and it’s the Value exchange that we need to put at the heart of our communication. Because only when communication is successful with both the brand and the consumer will we go beyond campaign based activity and build a lasting relationship. AWARENESS COM M UNITY PARTICIPATION EDUCATIO N DESIRE TRANSACTION LOYALTY TRIAL SEEKMORE LEARNING REL ATIONSHIP PROGRESSION RECOGNITION D I V ERSION AWARENESS COM M UNITY PARTICIPATION EDUCATIO N DESIRE TRANSACTION LOYALTY TRIAL SEEKMORE Brand Objective Consumer Need
42 43 AWARENESS COM M UNITY PARTICIPATION EDUCAT IO N DESIRE TRANSACTION LOYALTY TRIAL SEEK MORE LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION Brand Objective Consumer Need For Microsoft we could have taken a product- centric approach to marketing the cloud in China and merely explain what it is and does. However, Wave told us that what Chinese ITDMs (those people responsible for IT purchasing at large companies) really want is to develop skills and stand out . Wave also told us that if we helped them they would be more likely to adopt Microsoft cloud technology and feel more loyal. From this insight our strategy became to help ITDMs succeed. In fact making them a Hero became central to our value exchange. This programme has started with viral videos that humorously tell the story of an ITDM who becomes a hero through adoption of Microsoft cloud. These have so far received over 100,000 views, an amazing result for the sector, and are just the first step in a more meaningful relationship with ITDMs. Case Study: IT Decision Makers Microsoft Cloud China Develop my skills Build my career
the time for trends
46 47 So we need to track and identify those platforms best able to deliver the value exchange Even though consumer needs don’t change, technologies ability to meet them is constantly in flux. LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION Platform Value Exchange Conversation Device
48 49 Microblogs have become more about meeting people, being entertained and staying in touch The social platforms are evolving to meet the desire for simple, contextual and niche experiences Figure 12: “Microblogs do a good job when you want to...” Figure 13: “Professional social network sites do a good job when you want to...” More professional social network users see it’s a place to make contacts and earn respect RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING Wave 6 7 Meet new people Stay in touch with friends Seek other people’s opinions Make contacts for work Promote yourself Learn something new Share knowledge Change opinions Be creative Express yourself Make money Have fun/ be entertained Feel like you belong Share new experiences Earn respect Hang out or waste time Keep up to date Explore the world around me 0% 10% 20% 30% 40% 50% 60% 70% RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING Wave 6 7 Meet new people Stay in touch with friends Seek other people’s opinions Make contacts for work Promote yourself Learn something new Share knowledge Change opinions Be creative Express yourself Make money Have fun/ be entertained Feel like you belong Share new experiences Earn respect Hang out or waste time Keep up to date Explore the world around me 0% 10% 20% 30% 40% 50% 60% 70% Base: Global Base: Global
50 51 The changes happening in the device space are nothing less than a revolution Software is driving the smartphone revolution. Apps that are continually improving help us find our way and explore the world Entertainment services such as Netflix are driving the tablets evolution. The Tablet is growing in its usefulness, especially for uses associated with diversion, such as consuming content and relaxing. RELATIONSHIP DIVERSION PROGRESSION LEARNING Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a gameAccess information quickly Make a purchase Get something done Find your way Organise something Explore the world around you Learn something new Research something thoroughly Manage my life Wave 6 7 0% 10% 20% 30% 40% 50% 60% 70% 80% RELATIONSHIP DIVERSION PROGRESSION LEARNING Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a gameAccess information quickly Make a purchase Get something done Find your way Organise something Explore the world around you Learn something new Research something thoroughly Manage my life Wave 6 7 7 Mini-TabletTablet Figure 14: “You have indicated that you own the following devices. Please select which of them you think does a good job when you want to… [Smartphone]” Figure 15: “You have indicated that you own the following devices. Please select which of them you think does a good job when you want to… [Tablet, Mini-Tablet]” Base: Global - Own a Smartphone Base: Global - Own a Tablet, Own a Mini-Tablet
52 53 The P.C. environment is also evolving Figure 16: “You have indicated that you own the following devices. Please select which of them you think does a good job when you want to… [Laptop]” The P.C., laptop and desktop, are still the most versatile internet enabled technologies in the marketplace today. They meet more consumer needs than any other devices. But as the tablet becomes a stronger entertainment device the traditional P.C. is becoming focussed around its core strengths such as researching something thoroughly or just getting something done. But it’s worth noting that it is still seen as the best device for watching content, beating the tablet by a significant margin. It will be interesting to see how Microsoft’s P.C./tablet windows 8 platform capitalises on the strengths of both the P.C. and tablet environment. RELATIONSHIP DIVERSION PROGRESSION LEARNING Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a gameAccess information quickly Make a purchase Get something done Find your way Organise something Explore the world around you Learn something new Research something thoroughly Manage my life Wave 6 7 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: Global - Own a Laptop
54 55 They are part of a complex eco-system with potential for interaction and conversation But these technologies don’t sit in isolation. But understanding the opportunity to drive conversations also begins with a Why. LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION But why they share it Not just what people share Not just where they share it
56 57 Its no surprise to anyone that consuming medium in tandem with using internet enabled devices (second screening) is a growing phenomenon. In fact, our Wave research shows that the smartphone is an ever present companion with all media types. Figure 17: “Thinking about devices, do you ever use them whilst consuming… ?” Figure 18: “Thinking about the things you have shared with others, please select the reasons for sharing from those below.” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.880% 70% 60% 50% 40% 30% 20% 10% 0% TV Radio Magazines NewspapersOut of Home Cinema Smartphone / Mobile Phone Laptop / Netbook PC Desktop PC Tablet Convertible Touchscreen PC/ Tablet RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING TV Print 0% 10% 20% 30% Entertain others Hear other people's opinions Share my appreciation with others Help express your emotions/feelings Help others Feel better connected to others Influence the opinions of others Make an experience better Be first to share something new Connect with someone new Earn respect Base: Global - Total universe Base: Global Internet connected devices are ever present during media consumption But we shouldn’t assume that second screening is a one dimensional environment as a mediums ability to drive conversations and influence works in different ways. TV is still very much an entertainment experience. An important fact to consider when we want to stimulate social experiences using TV. They have to enhance the entertainment experience, not detract from it.
58 59 Summary If we start a planning process by looking only at the latest consumer trends the danger is that the answer that comes out the other end will look something like this. What can we do with Facebook and how many “likes” represents success?” The insight we gather from Wave drives a very different philosophy. By asking Why first we can build strategies that foster a mutually beneficial value exchange between brands and consumers. The mutual word is important because, if the communication doesn’t benefit both, it just cannot succeed long term. With Wave we start with a very fundamental question, what does the consumer want from our brand and how will they feel towards us if we deliver it. This means we can boil down our thinking, concentrating only on the value exchange, where brand objective and consumer need intersect. For example, how can Microsoft in China help IT people develop the skills to become a hero within their organisation through the adoption of Microsoft Cloud technology? This approach puts the consumer needs and ambitions at the forefront and allows us to then use social technology in a creative and meaningful way to meet brand goals. It also demystifies social media, allowing all parties to rally around a single thought. Also making it much easier to understand what we are trying to achieve and how best to measure success.
60 61 About this report “Wave 7 – Cracking The Social Code” is part of UM’s on-going research programme aimed at exploring the massive changes occurring in communication technologies. The studies have been conducted annually since 2006. The research is conducted by the UM G14/ EMEA research team in collaboration with the UM global network of agencies. If you have any questions about the research or future Wave projects please contact the author of this report Glen Parker Head Of Research, G14/EMEA Glen.Parker@umww.com
62 63 What does this mean for your business? Wave 7 – Cracking The Social Code is an in-depth study and there are many other aspects that we are unable to cover in this report. • What are the social dynamics of your category? • How are your consumers currently behaving in social media? • What are their key needs and which experiences best deliver them? • Which of these experiences best deliver against your brand’s marketing objectives • Which devices and social platforms are best able to deliver this experience If you want to know how to operate in the new social media landscape and what this means for your business please contact:- EMEA Glen Parker Head of Research, G14/EMEA Glen.Parker@umww.com APAC Natalie Pidgeon Chief Strategic Officer, Asia Pacific Natalie.Pidgeon@umww.com NORTH AMERICA Huw Griffiths Global Chief Performance Officer Huw.Griffiths@umww.com LATIN AMERICA Mario Mejia Product Catalyst, Latam Mario.Mejia@umww.com Wave 7 is printed on Cocoon Offset: a paper produced using eco-sensitive technology from 100% recycled & de-inked waste paper (FSC certified) Designed & illustrated with love by

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Wave 7 - Cracking the Social Code

  • 1.
    CRACKING THE SOCIAL CODE TheStory of Why A B C D E F G H I JKLM N O P Q R STUV W X Y Z ! ?%@# 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 G F E D C B A # @ % ? ! Z YXWV U T S R Q PONM L K J I H
  • 2.
    2 3 Executive summaryContents Even the most superficial social interaction online is driven by a consumer need. Wave’s seven years of analysing social behaviour online has revealed the 5 key needs underpinning them all: Relationship, Diversion, Progression. Recognition and Learning. Wave has also shown us that meeting these needs can play a key part in building  brands and driving sales. For example Diversion is the need state that drives Desirability for brands. 40% of people who want entertaining experiences from brands say that these experiences make the brand more desirable. Whereas to drive sales a combination of Recognition and Learning is powerful. Educating people about your product whilst at the same time listening to their needs makes consumers far more likely to buy. Executive summary Welcome to Wave We have many trends The search for Why The Value Exchange The Value Exchange and the five needs The time for trends Summary Contacts 2 4 6 20 26 32 44 59 62 Consumers are entering into a ‘value exchange’ with brands that meet these needs, they are happy to disclose personal data if it means they receive a better online experience. Whilst these 5 basic needs don’t change, the ability of technology to meet them is in constant flux – and brands need to understand exactly what consumers what from different devices. The growth of the smartphone in particular is transforming both the device and social platform landscape. So it’s no longer enough to simply track the latest trends because much of what we see is background noise or worse, a complete distraction. What we really need to do is understand the motivations behind these trends and only then look at when and how consumers are doing them.
  • 3.
    4 5 Welcome toWave 7 Powered by Curiosity Works In 2006 we started Wave because we wanted to know if social media lived up to the hype. It certainly did and in that time we have tracked many trends because, once, keeping up with something moving this fast was all important. But the growth and proliferation of internet-connected devices means that the main trend we see in 2013 can comfortably be summarised by one word. More. More things done, by More people, More often and in More places. So while we would be the first to admit that keeping up with this dizzying pace of growth has been breath-taking, we have also begun to realise that “More” can be a distraction. Especially for an industry so often dazzled by the new new. As Bob Hoffman summarised so succinctly on his Ad Contrarian blog “there is no-one more gullible than the marketeer who thinks they are missing out on a trend”, probably • At UM we have a philosophy which we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth • The Wave project is Curiosity Works come to life. Each Wave study is run in collaboration with over 65 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM’s culture of collective Curiosity • Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison across Waves • The project is lead by the UM G14/EMEA Research team • We have surveyed 48,945 16-54 Active Internet Users in 65 countries • Representing the views of over a billion people • All surveys are self-completed and the data collected is purely quantitative. Why the Active Internet User? • Active Internet Users are those that use the internet every day or every other day • Social media is driven by Active Internet Users • They drive adoption of platforms and tools and they will determine which tools and platforms become dominant. around the same time, somebody else said “Lets own Myspace”. So with Wave we learnt not to just follow trends but to understand what motivates the people driving those trends. And what we found was that social behaviour is driven by the same deep seated consumer needs that people have in the offline world. So we realised that we had an unprecedented opportunity to understand what people really want from brands by examining them in the social space. So with Wave 7 – Cracking The Social Code we have fully explored these needs as their understanding gives us fundamental insights into the way we should build long term relationships with consumers. Glen Parker Head Of Research G14 UM
  • 4.
  • 5.
    8 9 Wave 1(2006): demonstrated that social media was living up to the hype, there was a large and active community communicating online. Wave 2 (2007): showed how social media moved from being a text-based medium of bloggers and posters to a fully audio visual one full of content creators and sharers. Wave 3 (2008): charted the democratisation of influence, how social mediawasdrivinggreater means and opportunity for consumers to influence their peers. Wave 4 (2009): examined the reasons behind the huge growth in social media by understanding the motivations to use different social media platforms. Showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently. Wave 5 (2010): told us that there was huge demand for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create the right experience benefitted enormously, driving brand loyalty, endorsement and sales. Wave 6 (2011): has shown us that meeting different consumer needs delivers different outcomes for brands. For example some will create loyalty which others are better at driving sales. Therefore, actually knowing where consumer and brand objective meet is the key to the long- term success of social strategy. Wave 7 (2013): has told us that the insights we get from an understanding of social behaviour aren’t just relevant in the social space but are, in fact, inherent human truths that underpin consumers’ relationships with products and brands. Therefore, we need to understand how to leverage these insights using all brand assets, both above and below the line and in the digital space, to create a coherent and compelling whole. The Story of Why In 2006, UM embarked on the Wave project to measure the scale and impact of social media across the globe. Over the course of this project Wave has taught us that this is not just a story of unprecedented growth but also one of social evolution. Therefore, with each Wave we strive to widen and deepen our understanding of social media and bring the insight that will help brands navigate successfully. This is the Wave Story. To date, we have surveyed nearly 185,000 Active Internet Users across 72 countries. Over the course of this project, Wave has taught us that growth in social media is unprecedented. However, the real story has not just been one of growth but also of evolution. In a few short years social media has made content creators, sharers and influencers of us all.
  • 6.
    10 11 72 countries 49,600respondents 38 countries 23,200 respondents 54 countries 37,600 respondents 62 countries 42,000 respondents 21 countries 10,500 respondents 29 countries 17,000 respondents 15 countries 7,500 respondents 2007 pre-2003 2003 2004 2008 2009 2010 2011 2012 2013 2005 2006 launches 9 January 2007 Apple launch the first iPhone April 2008 Facebook overtakes MySpace in popularity 11 March 2009 Foursquare launches 19 June 2009 Farmville launches July 2009 There are now more than 3.6bn images on Flickr August 2009 Xiaonei becomes RenRen 20 September 2008 The launch of the first Android phone 7 October 2008 Spotify launches 26 August 2008 Facebook has over 100M usersMarch 2007 Tumblr launches February 2010 Facebook Mobile has over 100M users 22 March 2011 LinkedIn reaches 100M members April 2012 Facebook buys Instagram May 2012 Facebook floats on NASDAQ June 2012 500M+ users on Twitter June 2012 NSA scandal August 2012 Vine has over 40M users 4 April 2011 Valued at over £3Bn 30 June 2011 Twitter: 200M+ tweets per day September 2011 QQIM has 700M+ active users September 2011 Snapchat launches December 2011 Facebook has over 845M active users 28 June 2011 Google Plus launches 3 April 2010 The first iPad released 30 July 2010 100M check-ins August 2010 Groupon: ‘fastest growing company of all time’ 15 October 2010 “The Social Network” film released 21 December 2010 2.5 months after launch, Instagram has 100M users October 2012 Facebook has over 1Bn users The Wave Story
  • 7.
    12 13 The Waveuniverse now fully represents the world Wave 7 Algeria Argentina Australia Austria Bahrain Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Cote d’Ivoire Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Kenya Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Nigeria Norway Oman Paraguay Peru Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey Ukraine United Arab Emirates United Kingdom United States Vietnam Wave 6 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom United States Vietnam Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom United States Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa South Korea Spain Sweden Turkey United Kingdom United States Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Mexico Netherlands Pakistan Philippines Poland Romania Russia South Korea Spain Switzerland Taiwan Turkey United Kingdom United States Wave 2 Australia Brazil China France Germany Greece India Italy Japan Malaysia Mexico Pakistan Philippines Russia Singapore South Korea Spain Taiwan Thailand United Kingdom United States Wave 1 Australia China France Germany Italy India Japan Mexico Philippines Russia South Korea Spain United Kingdom United States 1 billion The attitudes and behaviours of more than active internet users
  • 8.
    14 15 Inherent desirefor human interaction means social media is an activity for almost everyone Even though we aren’t experiencingtheheadygrowth of 2006-2008, social media’s inexorable rise has made it the norm in 2013 (Figure 1). The need for connection and self- expression coupled with the ever increasing ability to do so means that social media is no longer an activity solely for the young or early adopter. Figure 1: “Thinking about using the internet, which of the following activities have you ever done?” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Create a video to upload online Upload a video clip to a video sharing website Watch video clips online Create a profile on a social network Visit a friend’s social network page Manage a profile on a social network Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 Base: Global The world is going smart and mobile Its no surprise that the dominant trend in 2013 is the continued rise of the smartphone. Penetration rose by two thirds to reach over 70% (Figure 2) vs Wave 6. The has changed the landscape of device ownership. Mobile phone penetration has dropped to just over 50% and the portable games console, now hugely threatened by smartphone gaming, has stagnated despite the efforts of Sony and Nintendo. It will be interesting to see if the arrival of Android and IOS game controllers, similar to those used in the console gaming category, will have a similar impact on the wider gaming category when they launch. We are also seeing the impact of tablet, mini tablet and other touch screen devices like Microsofts’ surface as they enter the market. Figure 2: “Which of the following devices do you own?” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 Desktop Laptop/Notebook Convertible touchscreen Full sized tablet eg. iPad Mini tablet eg. Nexus 7, iPad Mini Smartphone Mobile phone Games console Portable games console Portable mp3/video player Smart / Internet connected TV 0% 100%50% Wave 6 7Base: Global
  • 9.
    16 17 1 2 3 4 5 6 7 Wave 67 Desktop Laptop Tablet Smartphone 5.2 5.6 3.7 3.5 4.3 5.2 6.1 5.3 Not just more smartphones but more uses too Figure 3: “You have carried out the following activities in the last 6 months: please select which devices you have used to do these activities.” Base: Global - all who own each device Its not just the sheer number of smart devices in use that is rising but also the number of ways those devices are being used. If we look the number of things the smartphone is being used for in the social space we can see that it now rivals the desktop and is closing in on the laptop (Figure 3). In fact there has been a 34% rise in the number of people using their smartphone to manage their social network profile and this is having a profound effect on how people manage that profile. Using a like button, sharing photos and videos and sharing your location see the biggest rises. All activities more natural to the smartphone. Disappointingly the activity which rose the least was joining an interest group or cause. Simple social and contextual experiences are booming As smart technology increase the frequency of social interactions online, they naturally start to find ways to make these experiences simpler and quicker. As a result this form of social media is growing quicker than any other. Apps like Snapchat have made sharing photos quick and simple by streamlining the experience. Allowing the user to send photos (with additional edits and notes) to any other user or group within their network. With the added bonus that those photo then disappear. In the early days of Wave we saw huge growth of the personal blog. Now simplified social sites like Twitter allow users to maintain a dialogue and profile with their followers without the need to create time consuming content (Figure 4). Similalrly, sharing your location via a social network has jumped to over 80% since Wave 6. Clearly, “frictionless” social media applications and spontaneity are now two crucial drivers of growth in social media. People want to respond quickly, easily and in context of what’s happening around them right now. Figure 4: “Thinking about using the internet, which of the following activities have you ever done?” Base: Global Wave 1 2006 Wave 2 2007 Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 Upload my photos to a photo sharing site Use a microblogging service Shared my location via a location based social network 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
  • 10.
    18 19 Microblogging continues itsmeteoric rise Figure 5: “Thinking about using the internet, which of the following activities have you done in the past 6 months?” Use a Microblogging service (e.g. Twitter) Global 14.9% 33.2% 42.9% 51.9% Brazil 13.4% 43.9% 47.6% 47.7% China 26.3% 53.1% 71.5% 86.2% France 4.1% 8.8% 12.2% 22.4% Germany 6.2% 7.7% 15.9% 20.3% India 24.4% 45.5% 42.9% 44.6% Italy 9.4% 11.1% 17.7% 34.1% Japan 14.9% 19.5% 31.8% 35.8% Mexico 15.8% 33.4% 40.1% 46.5% Spain 11.5% 19.1% 24.8% 39.9% Russia 14.2% 19.9% 25.8% 25.1% United Kingdom 6.4% 19.3% 26.8% 38.3% United States 8.5% 18.8% 22.1% 32.9% Wave 4 5 6 7Base: Global, excluding Finland People are seeking to filter and refine social experiences Figure 6: “Thinking about using the internet, which of the following activities have you ever done?” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 Visit a professional social networking site Wave 5 6 7 45.0% 45.9% 59.6% 70% 60% 50% 40% 30% 20% 10% 0% Base: Global # # As the frequency social media activity grows peoples’ need to filter and refine these experiences also grows. The social platform that rose the quickest in our study in the last year has been the professional social network. Our Wave study has shown us that it has become a key place to make contacts for work naturally. What’s maybe more revealing is that its also evolving as a place to influence opinion and earn respect (a 23% increase in Wave 7 - see Figure 6).
  • 11.
  • 12.
    22 23 contextual niche simple mobile But allthis can actually be a distraction
  • 13.
    24 25 there isno bigger sucker than a gullible marketer who thinks they are missing out on a trend bob hoffman Adcontrarian.blogspot.com
  • 14.
  • 15.
    28 29 Online privacyis a majority concern of the world over Figure 7: “Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online.” Key 70%+ 60-69+ 50-59% 40-49% 30-39% 20-29% 10-19% <10% Base: Global But there hasn’t been a seismic shift in consumer trust Internet privacy has been a topic bubbling under the surface for sometime but in the last few years it has become a front page issue. The former CIA technical worker Ed Snowden’s allegations of widespread governmental gathering of personal information has made internet privacy hit the general consciousness like never before. Privacy is a topic that is undoubtedly rising but we haven’t seen the move in consumer opinion that we might have anticipated. Figure 8: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree.” 0.50 0.54 0.58 0.62 0.66 0.70 Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 70% 66% 62% 58% 54% 50% I am concerned about the amount of personal data that goes online Base: Global
  • 16.
    30 31 47.7% 45.4% 54.8% Wave 5Wave 6 Wave 7 Follow Like Join 66.6% 37.3% 29.3% 28.7% 14.9% 43.6% I am concerned about the amount of personal data online I don't mind companies tracking my online behaviour if it improves my experience Somewhat agree Completely agree In fact there has been a huge uplift in joining brand communities Figure 9: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum.” Base: Global But it’s sustained by a delicate value exchange Figure 10: “Below is a list of statements. Please answer reflecting your opinion.” Base: Global As people use more social platforms via more devices, more often it has inevitably become central to their lives. As a result they are happy to share data with companies that make their online experiences better. However, our Wave research shows us that this is a delicate balance. Not only are more people concerned than accepting, when we look at those people with a strong conviction (i.e. definitely agree) the strength of those beliefs are strongly biased towards concern. Thismeansweneedtounderstand what value means to people if we are to find the right balance.
  • 17.
    A B CD E F G H I JKLM N O P Q R STUV W X Y Z ! ?%@# 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 1 2 3 4 5 6 7 8 9 0123 4 5 6 7 8 9012 3 4 5 6 7 8901 2 3 4 5 6 G F E D C B A # @ % ? ! Z YXWV U T S R Q PONM L K J I H asking why is the key to cracking the code
  • 18.
    34 35 Even themost superficial social media activity is driven by a human need SELF- ACTUALISATION Pursue Inner Talent Creativity Fulfillment SELF-ESTEEM Achievement Mastery Recognition Respect BELONGING - LOVE Friends Family Spouse Lover SAFETY Security Stability Freedom from Fear PHYSIOLOGICAL Food Water Shelter Warmth
  • 19.
    36 37 Seek opinion Keepup to date Explore Belong Share knowledge Stay in touch Hang out Escape Be creative Build a career Make money Earn respect Change opinions Express yourself Self-promotion Have fun Learn RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING Wave 6 7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Feel part of a like-minded community Share my appreciation with others It was recommended to me Support a cause I like Get free content Fill time/have fun Develop my skillsAssociate with something I think is cool Get a personal response to an issue/complaint Contact companies influence development Get advance news about products Learn more about it Figure 11: “Please tell us why you joined a brand community.” Base: Global And after 7 years of research in over 65 countries we have come to realise that real question to ask is not what people do but why they do it. And by continually asking this why we have come to realise that beneath all the trends lies a single and important truth. That 5 real, human and fundamental needs underpin all social behaviour. Learning, relationships, diversion, progression and recognition. The reason why these 5 needs are important is because people really value those brands that help meet them. When we look at the reasons why people join brand communities online (Figure 11) we can see that learning, relationships and recognition are growing as reasons to connect with brands online. In fact peoples expectations of brands has grown across the board since Wave 6.
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    38 39 The value exchangeis defined by the 5 needs Not only do consumers want to connect with brands that meet their needs our Wave research shows us that meeting their needs can play a key part in meeting brand objectives, such as building  brands and driving sales. Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand morze desirable. Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do. Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result.   Relationship is a key need state for driving recommendation. If a brand enables someone to help others they are also more likely to recommend it to others. Whereas to drive sales a combination of Recognition and Learning is key. Educating people about your product whilst at the same time listening to their own needs makes consumers far more likely to buy your product.  
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    40 41 So ifwe want consumers to connect with our brands we need to consider these consumer needs and what they deliver. However, the challenge is actually to find the place where consumer need and brand objective meet. In other words find the consumer need which, when fulfilled by the brand, will also meet the brand objective. This place between objective and need we call the Value Exchange and it’s the Value exchange that we need to put at the heart of our communication. Because only when communication is successful with both the brand and the consumer will we go beyond campaign based activity and build a lasting relationship. AWARENESS COM M UNITY PARTICIPATION EDUCATIO N DESIRE TRANSACTION LOYALTY TRIAL SEEKMORE LEARNING REL ATIONSHIP PROGRESSION RECOGNITION D I V ERSION AWARENESS COM M UNITY PARTICIPATION EDUCATIO N DESIRE TRANSACTION LOYALTY TRIAL SEEKMORE Brand Objective Consumer Need
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    42 43 AWARENESS COM M UNITY PARTICIPATION EDUCAT IO N DESIRE TRANSACTION LOYALTY TRIAL SEEK MORE LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION Brand Objective Consumer Need For Microsoftwe could have taken a product- centric approach to marketing the cloud in China and merely explain what it is and does. However, Wave told us that what Chinese ITDMs (those people responsible for IT purchasing at large companies) really want is to develop skills and stand out . Wave also told us that if we helped them they would be more likely to adopt Microsoft cloud technology and feel more loyal. From this insight our strategy became to help ITDMs succeed. In fact making them a Hero became central to our value exchange. This programme has started with viral videos that humorously tell the story of an ITDM who becomes a hero through adoption of Microsoft cloud. These have so far received over 100,000 views, an amazing result for the sector, and are just the first step in a more meaningful relationship with ITDMs. Case Study: IT Decision Makers Microsoft Cloud China Develop my skills Build my career
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  • 24.
    46 47 So weneed to track and identify those platforms best able to deliver the value exchange Even though consumer needs don’t change, technologies ability to meet them is constantly in flux. LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION Platform Value Exchange Conversation Device
  • 25.
    48 49 Microblogs havebecome more about meeting people, being entertained and staying in touch The social platforms are evolving to meet the desire for simple, contextual and niche experiences Figure 12: “Microblogs do a good job when you want to...” Figure 13: “Professional social network sites do a good job when you want to...” More professional social network users see it’s a place to make contacts and earn respect RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING Wave 6 7 Meet new people Stay in touch with friends Seek other people’s opinions Make contacts for work Promote yourself Learn something new Share knowledge Change opinions Be creative Express yourself Make money Have fun/ be entertained Feel like you belong Share new experiences Earn respect Hang out or waste time Keep up to date Explore the world around me 0% 10% 20% 30% 40% 50% 60% 70% RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING Wave 6 7 Meet new people Stay in touch with friends Seek other people’s opinions Make contacts for work Promote yourself Learn something new Share knowledge Change opinions Be creative Express yourself Make money Have fun/ be entertained Feel like you belong Share new experiences Earn respect Hang out or waste time Keep up to date Explore the world around me 0% 10% 20% 30% 40% 50% 60% 70% Base: Global Base: Global
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    50 51 The changeshappening in the device space are nothing less than a revolution Software is driving the smartphone revolution. Apps that are continually improving help us find our way and explore the world Entertainment services such as Netflix are driving the tablets evolution. The Tablet is growing in its usefulness, especially for uses associated with diversion, such as consuming content and relaxing. RELATIONSHIP DIVERSION PROGRESSION LEARNING Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a gameAccess information quickly Make a purchase Get something done Find your way Organise something Explore the world around you Learn something new Research something thoroughly Manage my life Wave 6 7 0% 10% 20% 30% 40% 50% 60% 70% 80% RELATIONSHIP DIVERSION PROGRESSION LEARNING Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a gameAccess information quickly Make a purchase Get something done Find your way Organise something Explore the world around you Learn something new Research something thoroughly Manage my life Wave 6 7 7 Mini-TabletTablet Figure 14: “You have indicated that you own the following devices. Please select which of them you think does a good job when you want to… [Smartphone]” Figure 15: “You have indicated that you own the following devices. Please select which of them you think does a good job when you want to… [Tablet, Mini-Tablet]” Base: Global - Own a Smartphone Base: Global - Own a Tablet, Own a Mini-Tablet
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    52 53 The P.C.environment is also evolving Figure 16: “You have indicated that you own the following devices. Please select which of them you think does a good job when you want to… [Laptop]” The P.C., laptop and desktop, are still the most versatile internet enabled technologies in the marketplace today. They meet more consumer needs than any other devices. But as the tablet becomes a stronger entertainment device the traditional P.C. is becoming focussed around its core strengths such as researching something thoroughly or just getting something done. But it’s worth noting that it is still seen as the best device for watching content, beating the tablet by a significant margin. It will be interesting to see how Microsoft’s P.C./tablet windows 8 platform capitalises on the strengths of both the P.C. and tablet environment. RELATIONSHIP DIVERSION PROGRESSION LEARNING Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a gameAccess information quickly Make a purchase Get something done Find your way Organise something Explore the world around you Learn something new Research something thoroughly Manage my life Wave 6 7 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: Global - Own a Laptop
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    54 55 They arepart of a complex eco-system with potential for interaction and conversation But these technologies don’t sit in isolation. But understanding the opportunity to drive conversations also begins with a Why. LE A RNING RELATIO N SHIP PROGRESSION RECOGNITION DIVERSION But why they share it Not just what people share Not just where they share it
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    56 57 Its nosurprise to anyone that consuming medium in tandem with using internet enabled devices (second screening) is a growing phenomenon. In fact, our Wave research shows that the smartphone is an ever present companion with all media types. Figure 17: “Thinking about devices, do you ever use them whilst consuming… ?” Figure 18: “Thinking about the things you have shared with others, please select the reasons for sharing from those below.” 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.880% 70% 60% 50% 40% 30% 20% 10% 0% TV Radio Magazines NewspapersOut of Home Cinema Smartphone / Mobile Phone Laptop / Netbook PC Desktop PC Tablet Convertible Touchscreen PC/ Tablet RELATIONSHIP DIVERSION PROGRESSION RECOGNITION LEARNING TV Print 0% 10% 20% 30% Entertain others Hear other people's opinions Share my appreciation with others Help express your emotions/feelings Help others Feel better connected to others Influence the opinions of others Make an experience better Be first to share something new Connect with someone new Earn respect Base: Global - Total universe Base: Global Internet connected devices are ever present during media consumption But we shouldn’t assume that second screening is a one dimensional environment as a mediums ability to drive conversations and influence works in different ways. TV is still very much an entertainment experience. An important fact to consider when we want to stimulate social experiences using TV. They have to enhance the entertainment experience, not detract from it.
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    58 59 Summary If westart a planning process by looking only at the latest consumer trends the danger is that the answer that comes out the other end will look something like this. What can we do with Facebook and how many “likes” represents success?” The insight we gather from Wave drives a very different philosophy. By asking Why first we can build strategies that foster a mutually beneficial value exchange between brands and consumers. The mutual word is important because, if the communication doesn’t benefit both, it just cannot succeed long term. With Wave we start with a very fundamental question, what does the consumer want from our brand and how will they feel towards us if we deliver it. This means we can boil down our thinking, concentrating only on the value exchange, where brand objective and consumer need intersect. For example, how can Microsoft in China help IT people develop the skills to become a hero within their organisation through the adoption of Microsoft Cloud technology? This approach puts the consumer needs and ambitions at the forefront and allows us to then use social technology in a creative and meaningful way to meet brand goals. It also demystifies social media, allowing all parties to rally around a single thought. Also making it much easier to understand what we are trying to achieve and how best to measure success.
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    60 61 About thisreport “Wave 7 – Cracking The Social Code” is part of UM’s on-going research programme aimed at exploring the massive changes occurring in communication technologies. The studies have been conducted annually since 2006. The research is conducted by the UM G14/ EMEA research team in collaboration with the UM global network of agencies. If you have any questions about the research or future Wave projects please contact the author of this report Glen Parker Head Of Research, G14/EMEA [email protected]
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    62 63 What doesthis mean for your business? Wave 7 – Cracking The Social Code is an in-depth study and there are many other aspects that we are unable to cover in this report. • What are the social dynamics of your category? • How are your consumers currently behaving in social media? • What are their key needs and which experiences best deliver them? • Which of these experiences best deliver against your brand’s marketing objectives • Which devices and social platforms are best able to deliver this experience If you want to know how to operate in the new social media landscape and what this means for your business please contact:- EMEA Glen Parker Head of Research, G14/EMEA [email protected] APAC Natalie Pidgeon Chief Strategic Officer, Asia Pacific [email protected] NORTH AMERICA Huw Griffiths Global Chief Performance Officer [email protected] LATIN AMERICA Mario Mejia Product Catalyst, Latam [email protected] Wave 7 is printed on Cocoon Offset: a paper produced using eco-sensitive technology from 100% recycled & de-inked waste paper (FSC certified) Designed & illustrated with love by